PR vs. Marketing
Of course any PR practitioner or PR student would not like the title of this post, because usually PR is misunderstood as a synonym to marketing or advertising, which is not true. Public Relations is the behind the scene work that will make the image of the organization (the leading start) have a good impact on the public (the audience). Additionally, it helps the marketing strategy to be more successful. Ilagan (2012) pointed out that PR is a branch falling from “the large umbrella of marketing.” Its goal is to feed the media channels with information that helps build and maintain a positive appearance of the organization in public’s minds (PR is not marketing or advertising).
“PR is more than just press releases, spin and schmooze; it takes time and investment to get it right” (Beesley, 2012).
After clarifying the distinction of PR from marketing, a question rises: How does PR help the organization? According to Ilagan, “Public relations is the business of creating public opinion for private advantage. PR practitioners persuade the media to publish and distribute stories, articles, news, and information that promotes our clients’ goals” (What PR do?). In order to successfully accomplishing this information spreading, many relationships have to be built internally and externally of the organization. In other words, publicists need to have some good relationships with the marketing department, governmental sectors, investors, community, media organizations, …etc.
PR In The Marketing Mix
“Public Relations are still out of the Marketing Mix. But can we continue with this kind of organization?” (Baron, 2013).
As mentioned before, a strong and good relationship between the PR department and marketing department will result in a more successful marketing strategy. Baron (2013) noted that the cooperation between Marketing and Public Relations is important in maintaining long relationship with customers, “To establish process to sell companies products, based on the traditionnals “4P” … is not the main objective of Marketing anymore, which is now to build long-lasting relationships with consumers. Here we see the necessity of the collaboration between Marketing and Public Relations.”
PR can improve the marketing mix and make it more effective in several ways. Two of those ways are: First, identifying the target market. Since good publicists have a good relationship with the community, identifying the target market will be easier and more accurate. By identifying the target market it will lead to the second way PR can improve the Marketing mix, which is identifying the appropriate media channels. Choosing the media channels depends on the target market the organization choose. In other words, picking the right form of media will play a big role in delivering the message to the right target market (Beesley, 2012). For example, if the target market was local young professionals, cable TV companies would be a good choice because they will play the ad in the requested areas and it could be presented between shows that is viewed the most by people between the age of 20 and 30.
Baron, C. (2013, July 18). Why Public Relations should be a central component of (Baron, 2013) (Baron, 2013)the Marketing Mix ?. In Augure. Retrieved September 5, 2014, from http://www.augure.com/blog/public-relations-marketing-mix-20130718
Beesley, C. (2012, March 8). 8 Tips for Adding Public Relations to Your Marketing Mix. In SBA.gov. Retrieved September 5, 2014, from http://www.sba.gov/blogs/8-tips-adding-public-relations-your-marketing-mix
Ilagan, M. (2012, September 10). Changing Role of PR in the Marketing Mix Today. In East West Public Relations. Retrieved September 5, 2014, from http://www.eastwestpr.com/2012/09/changing-role-of-pr-in-the-marketing-mix-today